As part of a larger investigation, which seeks to link the cultural change in Chile in the last 40 years with the evolution of retail advertising; in which an exploratory analysis of a sample of graphic pieces from 1997 took place.The aim is to characterize the advertising time using a quantitative description of the characters present in the advertisements and a qualitative analysis of linguistic messages and deviant cases.Although Chile was living important economic and socio-cultural changes, which promoted an explosive development of consumption, the advertising analyzed presents a simple and denotative style, where texts and associated promotion offers low prices and a variety of predominate products.Minority representation of characters tends to display passive attitudes, especially women.However, it also displays an emerging trend toward individuation of the female subject.